Cannes Lions

DIY HOME IMPROVEMENT SUPERSTORES

HEIMAT, Berlin / HORNBACH BAUMARKT / 2014

Case Film
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Case Film
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Overview

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Credits

Overview

Description

The DIY superstores chain Hornbach do not just sell products, they supply passion for their customer's DIY projects. To manifest this, Hornbach forged that passion for DIY into a product, a tool that's mandatory for every DIYer, the symbol of DIY: a hammer.

A hammer created in a way that only Hornbach could do it. The campaign represents the journey of the hammer, how it became a symbol, as well as the hype that followed.

Execution

The campaign arc was initiated by a teaser phase, with a spotlight on initial effect. Social media buzz was triggered and a popularity growth gave indication of the product's impact. The pre-order reached the consumers, who replied to the campaign with user-generated content of product unpacking, while also sharing reviews on various social media channels such as Facebook, Instagram, Twitter, Pinterest and Vine. The nationwide campaign was followed a week after launch,? all in-store hammers were sold out by then. A strong campaign focus was given on various individual challenges on social media, which closed the loop on the last 700 hammer

units. The milestone goal was driving consumers through multiple channels and gaining maximum interactions. Facebook acted as a hub between brand and fans. The clear goal was driving traffic to the webstore, whether through 'out of house', print or TV commercial. The microsite, webstore and Facebook were also accessible via smartphones.

Outcome

Facebook worked as a hub for the whole campaign, resulting in more than 15,000,000 impressions and more than 300,000 people shared content from the campaign. This made the hammer extremley attractive before it was even released and when it was, it sold out fast. Online in only 5 minutes and in stores it took only 2 hours before they were all gone. People went as far as auctioning their hammers on eBay, one hammer was even sold for 26 times the original price of 25€. The campaign also had a massive impact in traditional media. Over 100 different magazines, news stations and online newspapers reported about it, resulting in a media value over 832.214€.

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